DFI Retail Group

Job Purpose:

Reporting to the Marketing Director, the Brand Marketing Manager will be responsible for developing and executing strategic marketing initiatives to enhance brand awareness, drive customer engagement, and increase sales. You will work collaboratively with cross-functional teams to ensure brand consistency and deliver marketing initiatives that achieve business objectives.

Main Duties and Responsibilities:

Brand/Campaign Communications

•    Lead brand storytelling efforts, ensuring consistent tone of voice across all customer touchpoints (social, digital, in-store, CRM, PR).

•    Responsible for strategic internal/external communications, media outreach, KOLs, events etc 

•    Lead PR campaigns to support key campaign launches, working in collaboration with internal functions (Commercial, Operations, E-commerce etc) to achieve campaign objectives.

•    Collaborate with strategic suppliers on joint marketing programmes

•    Leverage on consumer insights and competitive analysis to identify market trends, customer preferences, and opportunities for brand/ campaign differentiation and contribute to business growth.

•    Understand our brand positioning and messaging to effectively communicate our unique value proposition.

•    Track and review campaign performance metrics to ensure delivery of ROI

•    Manage, track and work within given set of marketing budgets

Integrated Marketing Campaigns

•    Plan, execute, and optimize integrated marketing campaigns across various channels (online and offline) to drive brand awareness, customer acquisition, and retention.

•    Collaborate with internal teams, including digital marketing and product management, to develop compelling marketing materials, promotions, and campaigns.

•    Monitor campaign performance, analyze key metrics, and provide recommendations for continuous improvement.

Digital Marketing and Social Media 

•    Lead the development of a comprehensive social media strategy across platforms (Facebook, Instagram, TikTok, YouTube, LinkedIn, etc.) to strengthen our positioning as a trusted wellness advisor.

•    Manage social media channels, creating engaging content, and leveraging influencers to amplify brand messaging.

•    Work with internal teams and external agencies/creators to develop compelling social-first content, including video, reels, stories, and influencer partnerships.

•    Track and review social media performance metrics to ensure delivery of ROI

•    Monitor social media trends, customer feedback, and online reviews, and respond in a timely and appropriate manner.

Own Brand

•    Develop and implement comprehensive marketing strategies for Own Brands, aligning them with the overall company vision and objectives.

•    Plan, execute, and monitor integrated marketing campaigns and promotions to drive brand awareness, customer acquisition, and sales for Own Brands.

•    Collaborate with cross-functional teams, including commercial and operations sales, to ensure alignment and effective execution of marketing initiatives

•    Measure and evaluate effectiveness of launch campaigns

•    Ensure brand consistency across all customer touchpoints, including visual identity.

Corporate Social Responsibility (CSR)

•    Be the CSR champion, to support and reinforce the company’s CSR agenda

•    Supports and facilitates all CSR related activities, initiatives and campaigns 

•    Manage NGO relationships and be the contact point for any CSR opportunities

Requirements

•    Bachelor's degree in Marketing, Business Administration, or a related field. A master's degree is a plus.

•    Minimum of 5 years of experience in brand marketing, preferably in the health and beauty industry or retail sector.

•    Proven track record of developing and executing successful brand marketing strategies and campaigns.

•    Strong knowledge of digital marketing channels, social media platforms, and analytics tools.

•    Excellent communication skills with the ability to effectively articulate brand messaging across various channels and stakeholders.

•    Analytical mindset with the ability to interpret data, extract actionable insights, and make data-driven decisions.

•    Creative thinker with a keen eye for design and attention to detail.

•    Strong project management skills, with the ability to manage multiple projects and meet deadlines.